The new logo features the interweaving of a B and P, a nod to the house's founder Pierre Balmain (it also represents Balmain Paris) which Rousteing says is because "in order to move forward, you must first be clear about where it is that you're coming from. That is why, at each and every step of this re-design process, I stressed the need to acknowledge our roots and reference the familiar design that Pierre Balmain created for his atelier over seventy years ago. I am quite pleased with what we've created: a contemporary, clean and bold logo for this historic house, which manages to retain the heritage of the original, while making clear to all that it represents a French luxury brand for the modern era."

He added, "I'm not about to tear down traditions or break rules simply for the sake of breaking them. But times do change. Balmain is now a fast-growing brand relying on new media to communicate to a global audience."